ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Processes and Planning
Submission date Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name PHAM VAN DUY Student ID BH00153

Class BA0501 Assessor name Ngô Thế Nam

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Table of Contents
I) Introduction...................................................................................................................................5
II) Marketing......................................................................................................................................5
2.1) Definition of Marketing..............................................................................................................................5
2.2) Features of Marketing................................................................................................................................5
2.3) Marketing Process......................................................................................................................................7
2.4) Overview and role of Marketing.................................................................................................................9
2.4.1) Overview of Marketing..................................................................................................................................... 9
2.4.2) Marketing's role.............................................................................................................................................. 10

III) Marketing of Acecook Vina......................................................................................................11

3.1) Responsibilities of the marketing department in the company......................................................12
3.2) An analysis of how marketing influences and interrelates with other functional departments................13
IV) Reference list...........................................................................................................................16
I) Introduction

To succeed in business, businesses and entrepreneurs need to have a thorough understanding

of the market, the needs and desires of customers, and the art of business conduct. Today,
businesses have to operate in an environment of fierce competition and rapid changes in all
aspects and customer loyalty is decreasing day by day. Therefore, marketing, especially
modern marketing, is an extremely effective "weapon" for brands to maintain their position
in the market. However, not everyone understands the essence of marketing

II) Marketing
2.1) Definition of Marketing

- According to Philip Kotler's definition of marketing: "Marketing is a form of human

activity aimed at satisfying their needs and wants through exchange." Marketing is a
social and managerial process by which different individuals and groups obtain what
they need and want through creating, providing and exchanging products of value. with
others.

- Marketing exerts a strong influence on the beliefs and lifestyles of consumers.

Therefore, business people find ways to satisfy the wants and needs of consumers,
creating products and services at prices that consumers can pay.

- The scope of marketing use is very wide in many areas such as: pricing, inventory,
packaging, branding, operations and sales management, credit, shipping, social
responsibility, retail location selection, consumer analysis, wholesale and retail
operations, evaluation and selection of industrial buyers, advertising, social relations,
corporate marketing research, planning and product warranty.

2.2) Features of Marketing.

- Needs : The starting point of strategic marketing thinking is the needs and wants of
people. People need food, water, air and shelter to survive. Besides, people also have
strong aspirations for creativity, education and other services.
( Philip Kotler & Gary ArmStrong, 2018 )

- Wants : Human desire is an urgent need with a specific form, corresponding to the
cultural level and personality of each person. Wants are expressed in concrete things
capable of satisfying needs in a way to which the cultural life of that society is familiar.
As society develops, the needs of its members also increase. People are more and more
exposed to objects that arouse curiosity, interest and desire. Manufacturers, on their
part, always direct their activities to stimulate the desire to buy and try to establish an
adaptive connection between their products and urgent human needs.
( Philip Kotler & Gary ArmStrong, 2018 )

- Demands : Human needs are wants with conditions of ability to pay. Wants become
needs when backed by purchasing power. Humans are not limited by their desires, but
by their ability to satisfy them. Many people want the same product, but only a few are
satisfied by their ability to pay. Therefore, in marketing activities, businesses must
measure not only how many people buy their products, but more importantly, how
many people are able and willing to buy them. In the process of implementing
marketing as a business function, marketers do not create needs, needs exist
objectively.
( Philip Kotler & Gary ArmStrong, 2018 )

- Product : The urgent needs, wants and needs of people suggest the presence of
products. A product is anything that can be marketed, noticed, received, consumed, or
used to satisfy a human need or want.
( Philip Kotler & Gary ArmStrong, 2018 )
- Benefit : Usually, each buyer has a limited income, a certain level of product
knowledge and buying experience. Under such conditions, buyers will have to decide
which products to buy, from whom, and in what quantities in order to maximize their
satisfaction or total benefit from consuming those products. Total customer benefit is
the totality of benefits that customers expect from a given product or service, which
may include the core benefit of the product, benefits from the services associated with
the product, the quality and ability of the manufacturer's personnel, the reputation and
image of the enterprise.
( Philip Kotler & Gary ArmStrong, 2018 )
- Cost : Total customer cost is the total cost that the customer has to pay to get the
product. It includes the time, energy and mental costs of searching and choosing to buy
a product. Buyers evaluate these costs along with monetary costs to get a complete idea
of the customer's total costs. In the stage of buying and selling products, the above
solutions make it easy for buyers to buy what they want and sellers to sell their
products. But in the consumption stage, the seller needs to know if the buyer is satisfied
with what they expect from the product.
( Philip Kotler & Gary ArmStrong, 2018 )

2.3) Marketing Process

- Market offerings : Some combination of products, services, information, or

experiences offered to a market to satisfy a need or want.
( Philip Kotler & Gary ArmStrong, 2018 )

- Marketing myopia : The mistake of paying more attention to the specific products a
company offers than to the benefits and experiences produced by these products.
( Philip Kotler & Gary ArmStrong, 2018 )
- Exchange : Marketing occurs when people decide to satisfy their needs and wants
through exchange relationships. Exchange is the act of obtaining a desired object from
someone by offering something in return. In the broadest sense, the marketer tries to
bring about a response to some market offering. The response may be more than simply
buying or trading products and services. A political candidate, for instance, wants
votes; a church wants membership and par- ticipation; an orchestra wants an audience;
and a social action group wants idea acceptance. ( Philip Kotler & Gary ArmStrong,
2018 )
Marketing consists of actions taken to create, maintain, and grow desirable exchange
relationships with target audiences involving a product, service, idea, or other object.
Companies want to build strong relationships by consistently delivering superior cus-
tomer value. We will expand on the important concept of managing customer
relationships later in the chapter. ( Philip Kotler & Gary ArmStrong, 2018 )

- Value and Satisfaction : Consumers usually face a broad array of products and
services that might satisfy a given need. How do they choose among these many market
offerings? Customers form expectations about the value and satisfaction that various
market offerings will deliver and buy accordingly. Satisfied customers buy again and
tell others about their good experiences. Dissatisfied customers often switch to
competitors and dis- parage the product to others.

Marketers must be careful to set the right level of expectations. If they set expec-
tations too low, they may satisfy those who buy but fail to attract enough buyers. If they
set expectations too high, buyers will be disappointed. Customer value and cus- tomer
satisfaction are key building blocks for developing and managing customer
relationships. We will revisit these core concepts later in the chapter.
( Philip Kotler & Gary ArmStrong, 2018 )

- Market : The set of all actual and potential buyers of a product or service.
( Philip Kotler & Gary ArmStrong, 2018 )

* Enage customers, build profitable relationships, and creat customer delight :

- Customer-engagement marketing : Making the brand a meaningful part of

consumers’ conversations and lives by fostering direct and continuous customer
involvement in shaping brand conversations, experiences, and community.
( Philip Kotler & Gary ArmStrong, 2018 )

- Partner relationship management : Working closely with partners in other company

departments and outside the company to jointly bring greater value to customers.
( Philip Kotler & Gary ArmStrong, 2018 )

- Customer satisfaction : The extent to which a product’s perceived performance

matches a buyer’s expectations. ( Philip Kotler & Gary ArmStrong, 2018 )

* Construc an intergrated marketing program that delivers superior value :

- The marketing mix : Marketing mix, which is classified according to the 4P model,
includes: Product (product), Price (price), Place (distribution), Promotion (promotion)
used in marketing activities. Over time, this model was developed into 7Ps marketing
according to the complexity and improvement of modern marketing. Marketing experts
have come up with other 3Ps, namely Process, People, and Physical Evidence to
strengthen Marketing activities when the product is no longer in the queue. tangible
goods but also intangible services. ( Philip Kotler & Gary ArmStrong, 2018 )

- Integrated marketing : Integrated marketing is the process of unifying all aspects of

marketing communication — such as advertising, PR, and social media — and using
their respective mix of media, channels, and tactics to deliver a seamless and customer-
centric experience. ( Philip Kotler & Gary ArmStrong, 2018 )

2.4) Overview and role of Marketing.

2.4.1) Overview of Marketing

Marketing, understood in a simple way, is the strategies and actions of a business to

convey a message to its customers, with the aim of increasing revenue, and improving
brand awareness. In fact, marketing is a concept that is familiar and close to everyone.
However, it seems that many people still have difficulty in separating the two concepts:
sales and marketing. Marketing does not only exist in the process of selling and
bringing products to the public, it also appears in all stages of the formation and
development of a brand, product or service, from beginning to end.

- Marketing is not only an individual activity but it is a whole process, a collection of

activities from the 4P, 7P, 4C model. The combination of such a series of activities is
called the marketing mix. Marketing today develops strongly in many fields: industrial
marketing, commercial marketing, tourism marketing, service marketing, non-business
marketing (political, cultural, social, medical).

2.4.2) Marketing's role

- Bring information : At the foundation stage, marketing is very useful for educating
customers. In other words, for customers to buy your product, they need to know what
your product does and how it works. Marketing is the most effective way to
communicate your values to customers. That is why, for specific products, businesses
need to invest a lot in marketing activities. ( tmarketing.vn 2020 )
 - Maintain the frequency of business presence : Marketing is seen as a way to
increase a company's presence, not as a way to make up for a lack of interaction
between a company and its customers. In other words, Marketing is a tool that
businesses need to build and manage every day to keep good relationships with their
customers. Marketing is a long-term campaign to help a business grow. ( tmarketing.vn
2020 )

- Build connections with customers : Connecting with customers is the key to the
success of any business, especially for SMB businesses. Marketing helps solve the
question of how to stay engaged with customers even after they have completed a
purchase. In the past, customer interaction took place directly inside stores. But at the
moment, that is not enough. Businesses need Marketing, with intermediary tools, to be
able to send customers content to help increase connection with customers anytime,
anywhere. ( tmarketing.vn 2020 )

- Help increase sales : Marketing is important because it makes it possible for

businesses to sell products or services. Let's say you have a great product, but how can
you sell it when no one knows about it? SMB businesses need to build novel and
inviting content to attract customers and make them buy.

- Business Development : Marketing is an important strategy to ensure the growth of

the business. Marketing not only helps you connect with existing customers, but also
reaches more new potential customers, through social media posts and email
campaigns. In short, marketing helps secure the future of your business by connecting
with all your customers, new or old. ( tmarketing.vn 2020 )
III) Marketing of Acecook Vina
In the early 1990s, Acecook Corporation, one of the major instant noodle companies in Japan,
brought advanced production technologies from Japan to Vietnam and created the Vina
Acecook brand.

After 20 years of establishment and development, now Vina Acecook has been known as a
leading brand in the instant noodle industry in Vietnam. Occupying more than 50% market
share and 100% coverage in the market with products rich in taste, quality and variety of
forms. Vina Acecook has built its own identity to make an impression in the hearts of
consumers.

With the goal of becoming a leading food brand not only in Vietnam but also reaching out to
the world, Acecook is committed to continuing to research and develop in the future to bring to
the market diverse products with high quality. . Create a rich culinary culture to meet the
increasing needs of customers to contribute to the development of the food industry in
Vietnam.

To achieve the above successes, Acecook has implemented Marketing Mix strategies
according to the 4P model.

3.1) Responsibilities of the marketing department in the company

- Orientation to develop brand image : The first task of the Marketing department is to build
and develop the brand, the business always needs to maintain a unified corporate image. Brand
image must be consistent, the message is conveyed to customers, thereby improving brand
awareness and increasing trust with customers.
- Research and forecast market potential : In order to forecast the potential of the market to
launch new marketing campaigns, the Marketing department must collect a lot of information
about the current market demand as well as the consumption of products, sales orientation by
month or by month. quarterly,... thereby determining the market scope and taking advantage of
potential opportunities.
In the market research and forecasting section, the tasks of the Marketing department are:
+ Establish and aggregate information on pricing as well as market demand, products and
competitors.
+ Research and analyze more information, draw conclusions to come up with ideas to build
and develop effective new products.
+ Proposing product improvement, product packaging design direction.
- Launch new product development campaign :
The process of developing a new product should go through 8 main stages such as :
+ Ideas for new products
+ Filter the most reasonable ideas
+ New product development and testing
+ Profit forecast
+ Develop more marketing strategies for new products
+ Product development
+ Pre-test products in the market
+ Sell products
Then, determine the product model and the company develops the marketing strategy as
follows:
+ Identify the right potential customers
+ Set up a plan according to the 4P model
+ Set long-term sales and profit goals
When analyzing the level of satisfaction of the market with the product, the Marketing.
department will propose more research and development plans for new products. At the same
time, improving and perfecting existing product lines to better suit user tastes.
- Cleverly orienting the market segment : The market is always very large and each
customer has different preferences and buying habits, customer segments are divided into
many small groups, with certain characteristics and similarities. For example, the women's
fashion industry has age segments such as 18 - 20 years old, 20 - 25 years old, Middle-aged
men's fashion for people aged 60 and older, ...
- New product campaign development : In the current era of modernizing technology,
consumer trends are always changing, businesses that want to develop must be willing to
change to lead the trend. Since then, launching a new set of products at the right time, is also
an expression of the business to affirm its mastery of the fiercely competitive market today.
But along with the risks when launching new products, the function of the Marketing
department is to perform tasks to help promote successful new products and optimize
advertising budgets.
- Advise the Board of Directors on brand and product promotion strategies : The function
of the Marketing department is to be responsible for all activities, large and small, including
the launch of new products and needs approval from the leader. The task of the Marketing
Department is to present the Marketing strategy of products and brands to the Board of
Directors, including all issues related to brand development, distribution channels, target
customer orientation,...
- Social media monitoring and management : Marketing should contribute to, manage and
maintain the company's social media pages. It will also manage accounts and carefully watch
what is being posted about the company online.
3.2) An analysis of how marketing influences and interrelates with other functional
departments.
- Sales Department :
+ The marketing department will implement campaigns, programs, and build content to
bring in potential customers so that the sales department can carry out professional work.
+ The marketing department will research the market and learn about customers, which
will help the sales department understand customer psychology and actual needs to come
up with effective sales solutions.
+ If the sales team does not advise effectively to make customers leave, then marketing is
also considered a failure. and vice versa, if the marketing gives incorrect content, it will
also make the sales department ineffective.
- Purchasing and Production department :
 + Marketing provides information about the market for production planning and operations,
creating conditions to best meet the needs in the market at the lowest cost. In contrast,
production is the only facility that creates goods and services for the Marketing function.
The coordination between production management and marketing will create high
efficiency in the operation process, reducing waste of resources and time.
+ However, there are contradictions among the above sub-systems. For example, the
production and marketing functions have conflicting goals in terms of time, quality, and
price. While marketers require high quality products, low prices and fast delivery times, the
production process has limitations in terms of technology, production cycle, and the ability
to save certain costs.
- R&D department :
+ R&D: research and development activities in manufacturing - service enterprises, with
the task of researching - developing new products, new technologies ... in order to best
meet the needs of the market and development strategies of the enterprise.
+ Marketing: using methods necessary for the marketing process such as pricing the
product, communicating the value of the product to the customer, and measuring the
effectiveness of the campaign.
- Finance & Accounting Department :
+ Finance and marketing must work closely so that management can know where
marketing campaigns are successful. Another reason why finance and marketing work so
well together is to prepare a budget for future spending in marketing and advertising.
+ Marketing departments can provide finance departments with business forecasts. Help
the finance department allocate resources efficiently. Marketing can also provide
accountants with information about which products or services sell best. The two
departments must also work together to budget for future marketing campaigns.
+ Finance and marketing departments will interact with each other so that costs and profits
are optimal.
- HR Department :
+ In general, the HR-Marketing relationship is a very strong and supportive relationship in
the working process. Thanks to HR, Marketing has more customer information as well as
motivation to work. And also thanks to Marketing, HR can communicate internally and
connect with the rest of the company more easily.
+ For Marketing, their goal is to attract and satisfy the company's customers. Meanwhile,
HR aims to use human resources reasonably to achieve the development goals of the
business.
IV) Reference list

Kotler, P., Armstrong, G. and Opresnik, M., n.d. Principles of marketing.

Tmarketing. 2022. Marketing là gì? Tổng quan kiến thức về ngành Marketing - Tmarketing. [online] Available at:
<https://tmarketing.vn/tong-quan-ve-marketing/> [Accessed 23 June 2022].

Tuyển dụng, v., 2022. Tìm hiểu về nhiệm vụ và chức năng chính của phòng Marketing. [online] Việc làm 123job.
Available at: <https://123job.vn/bai-viet/tim-hieu-ve-nhiem-vu-va-chuc-nang-chinh-cua-phong-marketing-
4038.html> [Accessed 23 June 2022].